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Abstract
When a consumer push the cart to the passage of a supermarket he finds lot of product categories with lots of competitive
brands entangling him. This is due to the limited shelf space availability and the thronging brands striving to get in the
basket of the customers. The shelf space is a crucial strategy which influences the sales and marketing effectiveness. It can
be evidently noticed that the lower shelf seeks less attention than upper shelves thus significant difference between the
sales of the products / brands can be observed placed in two different shelves. However acquiring a shelf space is a costly
affair. A supermarket or a retailer in order to give space to the new product has to exonerate any other product, which
requires labor and materials cost, data entry in the computer software, labeling etc. A supermarket or a retailer has to be
adequately compensated for taking all such pains.
The present research is a conceptual research which attempts to study the impact of shelf space on the purchase behavior
of the consumers.
Keywords: Brand, Product, Retailers, Shelf space, Supermarket
Introduction
Till second half of 1970s majority of the companies restricts their promotional efforts outside the sale area.
These external promotional activities include advertisement, marketing, research & development outside the
retail place. In the year 1973-74 the concept of internal
techniques begin to gain attention when the concept of
`atmospherics` was introduced by Kotler. The term atmospherics in marketing context refers to the environmental cues that influence customer`s shopping decision.
As per Markin the retail store is a bundle of cues, messages & suggestions which communicate to consumers
The term atmospherics which includes elements like
lighting, music, color, aisle management, category management, shelf organization start gaining attention. Out
of all these essentials shelf organization becomes a crucial factor due to its limited availability.
Shelf Space refers to the space available in a store or
place to display particular goods for sale. In recent years
competition between the brands has become fiercer owing to ample of varieties or brands available in any particular product sector. Looking to the increase in number
of products to be displayed the amount of space available to display them is decreasing. On the basis of modern
concept Jo Dikhta Hai Wo Bikta Hai the competition to grab the best place in the shelves has geared up.
Companies are ready to pay premium to get appropriate
space in the shelves in order to boost their product sales.
All these hustle & bustle have made shelf space a very
crucial thing.
Literature Review
Daniel Corsten, Thomas Gruen, (2003) "Desperately
seeking shelf availability: an examination of the extent,
the causes, and the efforts to address retail
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outofstocks", International Journal of Retail & Distribution Management, Vol. 31 Iss: 12, pp.605 617, With
all the hype around efficient consumer response (ECR)
and the brave new world of technologies, one would
believe that retail outofstocks have gone down over the
last ten years. That is wrong. Retailers have been struggling with considerable outofstocks for decades with
little evidence of improvement. A similar wrong belief is
that shoppers are also still unwilling to accept low service levels. In fact, increasingly, consumers switch
brands when they do not find the brand they wanted. But
retailers must be wary, because the results of the research show that increasingly shoppers switch stores
quickly and may never come back. So, who is to blame?
The supply chain. And where to tackle it? On the shop
floor. Over the past two years, worldwide study has
been conducted of the extent, causes, and consumer responses to outofstocks in the fastmoving consumer
goods industry.
John Fernie, David B. Grant, (2008) "Onshelf availability: the case of a UK grocery retailer", The International Journal of Logistics Management, Vol. 19 Iss: 3,
pp.293 308, The purpose of the research was to determine if any relationship existed between OSA (On Shelf
Availability)and store picking for home shoppers, OSA
and promotions and OSA and store size. This paper discusses the academic and practitioner literature on OSA
and outofstocks (OOS) and then presents a single company, indepth case study of one multiple grocery retailer. Primary research was undertaken with senior managers of the company but also at regional distribution centre (RDC) and store level to chart how new logistics
strategies were implemented at an operational level in
Scottish stores.
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Source : "Shelf Space Devoted to Nutritious Foods Correlates with BMI." American Journal of Food and Nutrition 2, no. 2 (2014): 18-22
Conclusion
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